JMC 3363 Syllabus
JMC 3363 Syllabus
The University of Oklahoma Spring 1997
JMC3363 Advertising Media
Instructor: Dr. Louisa Ha
Class Time: MWF 9:30 - 10:20 a.m. Classroom: COH 244
Office: COH 237
Office Hours: MW 10:30 a.m.-12:30 p.m.
T 12:00 - 1:00 p.m.
and by appointment
Voice-mail: (405) 325-5229
E-mail: Louisa.S.Ha-1@ou.edu
Home Page: http://www.ou.edu/class/jmc3333/hahome.shtml
Course Objectives
This course deals with strategic and tactical decision making in advertising media planning. The primary objectives of this course are to help you understand the problems in making media planning decisions and develop your analytic skills in
responding to the changing media environment. Specifically, after
taking this course, you should:
1. Understand the process of advertising media planning;
2. Master basic media planning skills and calculations;
3. Know how to analyze major syndicated media data;
4. Be able to handle problems in the media planning process;
5. Be informed about the development of the media industry; and
6. Be able to write and present advertising media plans.
Textbooks
1. Introduction to Advertising Media, by Jim Surmanek, NTC Business Books, 1993.
2. Media Flight Plan III, 3rd edition, by Dennis G. Martin and Robert D. Coons, Deer
Creek Publishing, 1996.
Materials
You need to do some simple arithmetic computations in this course. Please bring along a pocket calculator with you for every class, especially during all lab sections. Your Media Flight Plan Plus text comes with a computer program which you will work
with heavily. Please check whether the floppy disk is in good condition immediately after purchase.
Course Prerequisites
(1) Advertising majors or Journalism majors: JMC-2033, 3030 and 3333.
(2) Others: Admitted with special permission
Course Structure
This course is divided into two sessions. One is the lecture session which explains and supplements the assigned readings. You are expected to read the assigned material for the day before coming to class. The other session is the lab session during which will perform in-class exercises, discuss some issues, and prepare for your term project. Most of the lab sessions are scheduled on Fridays. You should read the assigned exercise before coming to the lab session. Most of the in-class exercises will be collected immediately after each lab. Separate instruction sheets will be provided for the media appraisal and the media plan.
To approximate reality, you will be assigned to a client hypothetically. You should evaluate all media opportunities in the best interests of your assigned client in all assignments, unless stated otherwise. Additional library research is strongly
encouraged in all assignments.
Scholastic Honesty
Except the media plan project and the group quiz, all exercises must represent individual effort. An individual who copies from another individual's work will automatically receive a grade of 0 for the assignment.
Students with Disability Statement
If any member of the class feels that he or she has a disability and needs special accommodations of any nature, the instructor with work with you and the Office of Disabled Student Services to provide reasonable accommodations to ensure that you have a fair opportunity to perform in the class. Please advise the instructor of such disability and the desired accommodations at some point before, during, or immediately after the first scheduled class period.
Grading
Media Web Site Report 10 points
Newsstand Report 20 points
Media Appraisal 50 points
Quizzes 50 points
Mid-term Exam 50 points
Cases 30 points
In-class Assignments 50 points
Media Plan 100 points
Class Participation 40 points
____________
Total 400 points
The take-home final exam is optional. You can choose this option if you want to use it to replace your score in either the mid-term or the quizzes.
360 points or above A
320-359 points B
280-319 points C
240-279 points D
0-239 points F
Make-up Policy
You will not be granted any make-ups for your assignments or group projects. Under special circumstances with legitimate written excuses, a student may request the instructor for a special arrangement to make up for the loss of grade or score during his
or her absence.
Attendance and Classroom Policy
Class attendance is mandatory and you are obliged to observe classroom disciplines such as no chatting with classmates during the lecture session. You are encouraged to raise questions in class. Feel free to ask for further explanation.
Deadlines
All exercises or projects submitted later than the due date are considered as late. No late exercises will be accepted unless a written evidence such as a physician's letter is accompanied with the request for late submission or make-ups.
Media Web Site Report
This report will provide you with an opportunity to explore resources on the Internet which are related to advertising media planning. You will choose from a list of media-planning related web sites under the hot site listing for this class and visit one of them. Your written report should not exceed two double-spaced typed pages. It should contain a summary of the content of the web site and at least one paragraph on what you have learnt from this site and how will you use it in future. The due date of the web site report is January 31. You can turn in the report before the due date if you wish. The addresses of the selected web sites are listed in my home page under the JMC 3363 course at http://www.ou.edu/class/jmc3333/hahome.shtml.
You are recommended to bookmark the page and save it on a floppy disk for easy retrieval.
Newsstand Report
This report will make you more alert of the changing media environment by observing new magazine titles and what magazines are available in the market. Instructions to prepare the report will be given to you in due course.
Case Studies
To simulate real-life environment and learn how to use media planning skills to solve advertising problems, you will gather in groups and work on cases during the class. You must read the assigned case before class to do the case.
Quizzes and Exams
The quizzes will consist of multiple choice questions on the concepts and the latest developments in the advertising media industry which have been discussed in the class, exercises, the textbooks, and any additional assigned readings. The quizzes are
not cumulative, i.e., each will only cover the period after the previous quiz, but the mid-term exam will consist of short answers and multiple choices and will cover the whole period from the beginning of the course to the last class before the exam. The final exam is optional and is a take-home case study assigned by the instructor. You have to decide whether you will take the final exam by April 30. Once you have decided to take the exam, failure to turn in the case report will lead to a 0 on the score item that you wish to replace.
Questions and answers for the group quiz will be prepared by you as a member of a student project group. The quiz will be conducted orally. Topics will be assigned by the instructor. The quiz materials are based on the assigned readings only. Details
on preparing the quiz will be given when project groups have been
assigned.
Media Plan
The purpose of the project is to integrate your knowledge on media planning into a real-life campaign, and give you a chance to experience the life of team-work and tough competition in the advertising industry. The client will be set by the instructor and briefing about the client will be provided in due course. You must conduct library research and web search for the project. Groups will be assigned by the instructors.
The grading of the project is mainly based on your written report, your presentation skills, organization, the substantive analysis of the marketing problem, and the justification for your proposed media plan in solving the marketing problem.
To ensure that everyone in the group will contribute his or her fair share, a peer evaluation will be conducted after the presentation. The peer ratings will affect your grade on the project as follows:
Average points allocated
to you by at least 2 members Impact on your grade
95 - 100 points Grade increased by 10%
81 - 94 points No grade adjustment
60 - 80 points Grade lowered by 10%
Below 60 points Grade lowered by 25%
All groups will hand in the written report of the project on the same
day.
Class Participation
Class participation grade is determined by the regularity of your
attendance (60%) and your participation (asking and answering questions) in
class discussions (40%). Suggestions to the instructors on improving the
course are also counted as class participation.
The following list of references will be useful for you to prepare your
media plan:
Trade Press References
1. Advertising Age
2. Marketing Tools
3. Electronic Retailing
4. Marketing News
5. American Demographics
6. Adweek
7. Promo
8. Direct Marketing
9. Marketing and Media Decisions
10. Mediaweek
11. Catalog Age
12. DM News
13. Business Marketing
Marketing and Media Data
1. SRDS (Standard Rates and Data Services)
2. Simmons Media and Markets Report
3. Mediamark Inc.
4. Leading National Advertisers' Competitive Expenditure Report
5. Market Share Reporter
The following schedule is tentative. Students are responsible for any
changes made in class. Readings with * are from MFP textbook. All other
readings are from the Surmanek book.
Topics Readings
Jan 13 Role of Media Planning in the Advertising Process Ch. 1, Ch. 2
Jan 15, 17 US Advertising Media Overview Ch.3,26
Jan 20 Martin Luther King Holiday. No Class
Jan 22 Preparation of Media Overview Group Quiz
Newsstand Report due
Jan 24 The Media Commission System *p.7-13
Lab Media Rates
Jan 27 Media Overview Group Quiz
Media rates exercise (due in class)
Jan 29 Promotional Products Association International Conference.
No Class.
Jan 31 Target Market & Target Audience Ch.10,20
Usage of Indexes *p.14-22
Web site report due
Feb 3 Lab: Indexes Exercise (due in class) *p.23-36
HUT, Rating and Share Ch. 4-7
Message Weight: Gross Rating Points Ch. 8,9
and Gross Impressions
Feb 5 Reach and Frequency Ch.14,15
*p.118-119
Feb 7 Lab: MFP Demonstration *p.62-73
MFP Tutorial Exercises due in class
Feb 10 Cost-efficiency Measurement: Ch.12,13
CPM and CPRP *p.31-34
Lab: CPM and CPRP Exercises
Feb 12 Audience Duplication
Lab: CPM and CPRP Exercises due
Media Appraisal Assignment out
Feb 14 Individual Quiz #1
Feb 17 Frequency Distribution and Ch.17,19
Effective Reach
Feb 19 Geographic Considerations: Ch.22
National and Spot Media
Feb 21 Lab: National & Spot Heavy-up Media *p.75-78
Exercise
Feb 24 Lab: Fitting Media Strategies to Media Budget *p.79-81
Feb 26 Quintile Analysis *p.27-29
Lab: Quintile analysis exercise
Feb 28 Case study #1
Mar 3 Constructing Media Plans: Ch.23
Marketing Input and Situation Analysis *84-88
Media Plan Assignment Out
Mar 5 Competitive Weight: SOV *p.31-34
Mar 7 Mid-term exam
Mar 10-14 Spring Break. No Class.
Mar 17 Setting Media Objectives Ch.25
Lab: SOV Exercise due
Mar 19, 21 Lab: Media Objective Exercise *p.115-117
Media Strategies and Ch.27
Media Mix Selection
Mar 24 Creative Media Buying
Media appraisal due
Mar 28 Preparing the Advertising Budget Ch. 24
Mar 31 Strategic Weighting
Apr 2 Evaluating Media Plans Handout
Apr 4 Individual Quiz #2
Apr 7 American Academy of Advertising Conference.
No Class.
Apr 9 Case Study # 2
Consultation with Instructor on Media Plan
Apr 14 Writing the Media Plan *p.84-110
Ch.28
Apr 16 Presenting Media Plans Handout
Apr 18 Integrated Marketing Communications and Handout
Media Planning
Consultation with Instructor on Media Plan
Apr 21 New Media and How to Evaluate Them Handout
Apr 25 Careers in Advertising Media
Consultation with Instructor on Media Plan
Apr 28 Media Plan Presentation
Apr 30 Media Plan Presentation
May 2 Media Plan Presentation
May 7 Take-home Final Exam due (5 p.m.)